The One Shift You Need to Make in Your Social Media Strategy

Feb 24, 2025

Social media is constantly evolving. If you’ve been using it to grow your business, you’ve probably noticed that what worked a year ago—or even a few months ago—might not be working anymore.

As a business owner, social media can feel like a never-ending to-do list: post every day, stick to content pillars, engage with comments, create reels, follow the latest trends... the list goes on. But what if there was a simpler way to create content that actually moves the needle in your business?

There is. And it all comes down to one simple shift: outcome-based content.

Why Content Pillars Aren’t Enough Anymore

For years, marketers have preached the importance of content pillars—the main topics your brand consistently posts about. While content pillars can provide a foundation, they aren’t the be-all and end-all of social media strategy anymore.

People are overwhelmed with content. The algorithms have changed. Attention spans are shorter than ever. If your content isn’t driving a clear outcome, it’s just adding to the noise.

Instead of thinking about what category your post falls into, start with the end result you want your audience to take away. Do you want them to download your lead magnet? Engage with your content? Book a call with you? Make a purchase? The key is to reverse-engineer your content to achieve those specific actions.

How to Create Outcome-Based Content

When you sit down to create content, don’t just ask yourself, What should I post today? Instead, ask:

What action do I want my audience to take?
How can I craft a message that leads them to that action?
What story, lesson, or example will make them feel connected to this outcome?

Example: Promoting a Lead Magnet

Let’s say you’re a nutritionist, and you have a free guide on five healthy habits for better energy. Instead of simply posting “Download my free guide,” consider this approach:

Share a personal story or a client testimonial about how one of those habits (like drinking more water) made a significant impact.
Educate your audience on why staying hydrated affects their energy levels.
End the post with a call to action like, Want to know the other four habits? Grab my free guide—comment ‘ENERGY’ below, and I’ll send it to you!

This type of content makes your audience feel like they need your resource, rather than just seeing it as another freebie.

Example: Building Connection and Trust

People buy from people they trust. That’s why your social media content should also include stories that help your audience relate to you.

What parts of your journey, business, or personal life make people feel connected to you? Maybe it’s your struggles as a working mom, your passion for helping others, or a behind-the-scenes look at your business.

Connection-based content isn’t just about being vulnerable—it’s about making your audience feel seen and understood.

Example: Selling Your Offer

Selling isn’t about posting “Buy my product!” It’s about telling a story that makes your audience say, I need this.

Instead of directly selling, share a transformation:

A case study of how your coaching helped a client go from stuck to successful.
A behind-the-scenes look at your process and why it works.
A before-and-after story that highlights the value of your offer.

Then, end with a call to action that guides your audience toward the next step, whether that’s booking a discovery call or signing up for your program.

The Bottom Line: Post with Purpose

The days of posting just to post are over. Every piece of content you create should be intentional and aligned with an outcome.

If you’re feeling stuck, start by writing down all the actions you want your audience to take—whether it’s joining your email list, engaging with your posts, or buying from you. Then, brainstorm content ideas that will naturally lead them to those actions.

This shift might feel different at first, especially if you’re used to following content calendars and pillars. But when you start focusing on outcomes rather than just topics, you’ll notice that social media becomes less overwhelming and more effective.

So, are you ready to create content with purpose? Try this approach and let me know how it goes! I’d love to see what you come up with—tag me in your posts, send them my way, and let’s make social media work for your business.

Check out the podcast episode here: https://www.buzzsprout.com/2109812/episodes